Oracle To ‘Globalize’ Ads

Think Is Seeking International Partner To Help It Handle a $60 Mil. Account
LOS ANGELES-Think New Ideas, which handles Oracle’s estimated $40 million U.S. account, has been tapped to oversee the software company’s estimated $60 million international ad account.
Think, based in New York and Los Angeles, is in discussions with several global shops about teaming to assist the agency with some creative and media duties overseas.
“We want to create a consistent brand image for Oracle worldwide,” said Karen White, senior vice president of worldwide marketing and business development for the Redwood, Calif.-based company. Think has been selected “to manage” Oracle’s international ad duties as part of a strategy to “globalize all of Oracle’s marketing efforts,” said White. Oracle currently works with local shops in about 50 countries; there is no common marketing strategy.
Larry Kopald, Think’s chief creative officer who oversees the Oracle account, confirmed his shop is in talks with “a number of global networks” about “subcontracting” Oracle’s overseas business.
Among those shops: BMP DDB in London (a strong contender for international creative duties, sources said) and Omnicom’s TBWA International. Optimedia in Paris will continue to handle Oracle’s media buying in Europe and the Middle East, said sources. Think is partially owned by Omnicom Group in New York.
The global shop will adapt for local markets Think’s “Enabling the Information Age” campaign, which broke during the Super Bowl. Kopald is currently searching for a worldwide account director to head the business. -with Rob Lenihan